One dress. A tray with three minutes on the clock. Mismatching socks. A shop that barely posts. Eleven words in a comment section. A candle OpenAI paid for.

That is the whole week. Every one of them is messier than it sounds. Indulge!

- abdel khalil, brand & marketing executive

You looked at one dress for one birthday, and your feed decided that was your entire personality. So people are now fighting back by watching things they actively hate, on purpose, for hours. It sounds unhinged until you hear what they are trying to get back...[read more]

Those tidy little meal boxes with the minimalist branding are not really selling you dinner. Follow the rabbit hole far enough and you hit a much bleaker question about who made you this tired in the first place. There is a reason the fix always arrives as a subscription...[read more]

If you read one more butter yellow carousel telling you what is kinda chic, you might not make it. There is a reason every account on earth posts the identical thing within forty eight hours, and it is not laziness. The word chic may already be gone for good...[read more]

Most brands online behave like a needy ex, posting five times a day and begging for a double tap. The ones actually cutting through have flipped it and started treating their audience like a situationship. Three rules make it work, and the first one is going to upset your content calendar...[read more]

Millions of us cannot look away from the Lindsay Clancy trial, and some of that attention has genuinely done good. Then there is one comment under a clip of Lindsay in court that makes you want to put your phone down for the day. Somewhere in there is the line between caring and consuming, and most of us walked over it without noticing...[read more]

OpenAI sent a group of lifestyle influencers to a rustic retreat with linen, candles and beekeeping workshops. Sophie watched thirty minutes of it and felt sick, and once she joins the dots between the data centres and the actual bees you will too. Look at what is humming behind the fairy lights...[read more]

We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.